Dissolving Boundaries, Defining Behaviour
Red Border Ethnography is a powerful research approach that enables us to see the world through your consumers’ eyes in order to explore their everyday lives. It is especially effective in understanding the role of products, the impact of communications, for exploring and developing environments and to test innovations. At Red Border we specialise in combining ethnographic with quantitative research, with one strand informing the other, multiplying the effectiveness of the research.
In essence, ethnography is underpinned by a very simple yet extraordinarily effective principle: The research participants are researched in their natural environment-where they live, work and play. This enables the ethnographer to observe and understand naturally occurring behaviour (participant observation) from which genuine insight can be generated.